Chapter3 BMC

Khoa Khoa học Công nghệ Tiên tiến
TS. Nguyễn Quang Như Quỳnh
Chapter Objectives
1. To define the business model
2. To analyse the nine factor of business model canvas
3. Explore the importance of the Customer Value Proposition in further detail.
1
Chapter 3: Business Model Canvas
2
Mô hình kinh doanh Canvas

(Business Model Canvas)
01 - Introduction and importance of business model
02 - Elements of business model
3
N g u ồn : 4
The nature of Business Model
The business model is the

framework for creating,
capturing and delivering
value, while extracting value
for the entrepreneur as
well.
5
6
7
Business model canvas (BMC) developed mainly

by the Swedish theorist Alexander Osterwalder.
He used the 9 main groups of factors that make
up the BMC, which he implied were the 9 factors
that make up the organization of a company.
8
1. Customer Segments
Who are your main

customers?
List of questions
For whom are we solving the problem?

Who will value your product/service?
Are they a different business?
If so, what are the characteristics of the businesses? Or, are they someone
else?
Does your product appeal to men/women or both?
Is it attractive to young people in their 20s to 30s or teenagers?
What are the characteristics of people searching for my product/service?
Customer Discovery Process
Start with a vision (a solution to a problem)

Customer Discover process searches for problem/solution fit
Does your value proposition match customer segment it plans to
target?
Develop the product for ‘the few’, not everyone
Get Market Feedback
12
Value Proposition
What distinguish your business from

the competitor? What is the value you
provide the customer?
- Newness
- Performance
- Customization "getting the job done”
- Design
- Brand/status
- Price
- Risk reduction
- Convenience/usability
- …
Explore Customer Pain
What does your customer find too costly?

(e.g., too much time, too much money, requires substantial effort, …)
What makes your customer feel bad?
(e.g., frustrations, annoyances, . . .)
How are current solutions underperforming for your customer?
(e.g., lack of features, performance, malfunctioning, accuracy…)
What negative social consequences does your customer encounter or fear?
(e.g., loss of face, trust, power, status . . .)
What’s keeping your customer awake at night?
(e.g., big issues, concerns, worries . . .)
What common mistakes does your customer make?
(e.g., usage mistakes, inappropriate priorities . . .)
What barriers are keeping your customers from adopting solutions?
(e.g., upfront investment, learning curve, resistance to change . . .)
15
Explore Customer Gains

Which savings would make your customer happy?
(e.g., time, money, effort, risk . . .)
What outcomes does the customer expect and what would go beyond expectations?
(e.g., quality level, more or less or something . . .)
How do current solutions delight your customer?
(e.g., specific features, performance, quality . . .)
How would you make your customer’s job or life easier?
(e.g., flatter learning curve, more services, lower cost of ownership . . .)
What positive social consequences does your customer desire?
(e.g., makes them look good, increase in power or status . . .)
What are customers looking for?
(e.g., good design, guarantees, specific or more features . . .)
What do customers dream about?
(e.g., big achievements, big reliefs . . . )
How does your customer measure success or failure?
(e.g., performance, cost . . .)
What would increase the likelihood of adopting a solution?
(e.g., lower cost, less investment, lower risk, better quality . . .) 16
Exercise
Customer List Pains List Gains
1.
2.
17
Exercise A Day In The Life Of Your Customers
Question Customer 1___________ Customer n____________
1. How Is Your Customer Currently

Dealing With This Task/Problem?
2. What Are They Trying To
Accomplish? Desired Outcome? Wish
They Could Do?
3. What Approach Are They
Attempting
4. What Are The Interfering Factors?
5. What Are The Economic

Consequences? –Costs?
18
A Day In The Life . . .

Question Customer 1___________ Customer n____________
6. Your New Approach . . .
7. Enabling Factors?
8 Economic Rewards?
9. Is Our Price Consistent With

Budget? – Problem Solved?
19
3. Channels
How do you distribute the value
proposition to your customers?
Online
Retail Stores
Partners
App
4. Customer Relationship
What is the relationship the business have with
its customers?
• Personal Assistance
• Dedicated Personal Assistance
• Self Service
• Automated Services
• Communities
• Co-creation
6. Key Activities
The most important activities in executing a

company's value proposition
7. Key Resources
The resources that are
necessary to create
value for the customer
• Human
• Finance
• Physical
• Intellectual
• …
8. Key Partners
Which partners are

necessary for making
the business work?
5. Revenue
How the company makes income?
• Selling a product
• Usage Fee
• Subscription
• Renting/Leasing
• Licensing
• Brokerage Fees
• Advertising
9. Cost
What are the cost associated with running the
business and how does it scale with sales?
• Fixed Costs
• Variable Costs
• Economies of Scale
• Economies of Scope
References
References
“Creating A Solution”., Valerie Kijewski, Ph.D.

Manning School of Business
Difference Maker Program
28
29
Link VIDEO BMC

* How to draw a business model canvas
https://www.youtube.com/watch?v=2tdpNKdH7sM&index=12&list=PL_lRvOb6P2QfRICnkFRNL0DFeT DFNawuR
1. Getting From Business Idea to Business Model

https://www.youtube.com/watch?v=wwShFsSFb-Y
2. Visualizing Your Business Model https://www.youtube.com/watch?v=wlKP-
BaC0jA&index=2&list=PL_lRvOb6P2QfRICnkFRNL0DFeTDFNawuR
3. Prototyping
https://www.youtube.com/watch?v=iA5MVUNkSkM&index=3&list=PL_lRvOb6P2QfRICnkFRNL0DFeT DFNawuR
4. Navigating Your Environment
https://www.youtube.com/watch?v=7O36YBn9x_4&index=4&list=PL_lRvOb6P2QfRICnkFRNL0DFeTD FNawuR
5. Proving It
https://www.youtube.com/watch?v=-
2gd_vhNYT4&index=5&list=PL_lRvOb6P2QfRICnkFRNL0DFeTDFNawuR
6. Telling Your Story
https://www.youtube.com/watch?v=SshglHDKQCc&index=6&list=PL_lRvOb6P2QfRICnkFRNL0DFeTD
Team assignment:
1. Prepare BMC for project
31
End of chapter 3
End of chapter 2
32

Chapter3 BMC

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Khoa Khoa học Công nghệ Tiên tiến

TS. Nguyễn Quang Như Quỳnh

Chapter 3: Business Model Canvas

Mô hình kinh doanh Canvas

The nature of Business Model

The business model is the

Business model canvas (BMC) developed mainly

Who are your main

For whom are we solving the problem?

Customer Discovery Process

Start with a vision (a solution to a problem)

What distinguish your business from

Explore Customer Pain

What does your customer find too costly?

Explore Customer Gains

Exercise A Day In The Life Of Your Customers

Question Customer 1___________ Customer n____________

1. How Is Your Customer Currently

5. What Are The Economic

A Day In The Life . . .

6. Your New Approach . . .

9. Is Our Price Consistent With

The most important activities in executing a

Which partners are

“Creating A Solution”., Valerie Kijewski, Ph.D.

Link VIDEO BMC

1. Getting From Business Idea to Business Model

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Question Customer 1_ Customer n__